client
Adapted
Services
brand strategy, brand design, web design & development, brand enhancement
Adapted began as a story about three outdoor enthusiasts who suffered traumatic spinal cord injuries, but has evolved into a movement inspiring people to get outside and seek adventure. The film was directed by Paul Bikis with the support of numerous advisors, organizations and community members and has become a catalyst for a greater social revolution and understanding around adaptive sports.
The ask
Following many years of fundraising and production, Paul and his team were nearing the end of the film’s production and wanted to make sure they had a rollout plan that would gain social recognition and drive screenings. They had a thought out plan for taking the film to market, but needed some design structure to ensure all representations of the film were consistent and authentic to the story. With many stakeholders involved, they also wanted to make sure everyone was on the same page with strategy from the start.
The Approach
During our strategy session, we identified strong themes that came up again and again. The power of storytelling, the incredible capacity of the human spirit and importance of education were throughlines that pulled the brand forward. The experience helped us realize that this project was more than a film; it was a larger movement that provided a place of community for people who had been affected by spinal cord injuries, and served as an inspiration to them in showing them what is still possible.
The positive nature of this film provided a really fun place to design from. I played with many of the concepts explored in the film and our strategy sessions. The primary logo is a graphic representation of the brand identity. It plays off an ‘A’ for ‘Adapted’ but also pulls in many elements that relate back to your brand’s core. The two pieces represent paths that take different shapes and navigate winding curves but have no distinct beginning or end. The mark’s wave-like form mirrors the challenges and triumphs encountered along the way, emphasizing resilience and adaptability. The mark is paired with two fonts that have more of a handwritten feel to offer balance and tie the branding back to these very human experiences. I also wanted to pull in a sense of fun and adventure with all of these concepts to offer excitement and mimic the fun and engaging nature of the films
For the site I wanted to amplify the brand on a larger scale. The site design enhances user engagement by creating an immersive experience that draws visitors into the film’s narrative. By incorporating interactive elements and dynamic visuals that reflect the film’s themes, users are encouraged to explore and connect with the content on a deeper level. Additionally, the cohesive use of branding elements ensures that visitors have a consistent experience, fostering a sense of community and belonging among those impacted by spinal cord injuries.
The Result
By establishing a cohesive brand identity—centered on resilience and human experience through thoughtful logo design and typography—the team successfully unified diverse stakeholders and created a consistent narrative. Furthermore, the project amplified its reach by launching a comprehensive website that serves as a hub for the community, offering resources like an online store, a video library, and event information to drive screenings and social recognition.
